Myntra is all set to open its first brick-and-mortar store in Bengaluru later this year, becoming the latest ecommerce company, including lingerie seller Zivame, optical retailer Lenskart, among others that are trying to expand beyond their digital reach to showcase their products and reach out to consumers through physical outlets.

The first store will be opened under Myntra’s private brand Roadster in swish shopping district of 100 Feet Road that is already home to Zivame, Lenskart and Pepperfry outlets. “It will be a highly tech-enabled store,” said Ananth Narayanan, chief executive of Myntra, as he confirmed that the outlet would have digital walls so that consumers can navigate and browse products. He added the store is expected to open late December or early January.

Sources said a Blackberrys apparel store located on the 100 Feet Road in Indiranagar has already carved out 3,500 sq ft out of its total 8000 sq ft to make way for the Roadster outlet. A spokesperson for Myntra declined to comment.

The source added that Myntra is looking to showcase the store as an experience centre for Roadster, the largest private label for the Bengaluru online retailer. “They are targeting it more as an experiential store than a profit centre,” the source said on condition of anonymity.

That is exactly how other ecommerce companies are pitching their physical stores. “High-streets are branding spots and is equivalent to a bill board where we display our brand in front of large number of people,” said Ambareesh Murty, founder of Pepperfry, that operates 16 Pepperfry-branded outlets in various states and 14 of them are located at high-streets.

“It makes more sense for an online player because for us footfall is not just people who walk in, it is also the traffic that passes through it. On high-streets, you can get standalone buildings where you can design and showcase your brand, which isn’t possible in a mall.” Lenskart currently operates 250 brick-and-mortar outlets and plans to expand it to 350-400 by March 2017. Zivame plans to open 50 stores by March.